Question:

1. A health group wants to identify consumers who: (a) once went to a competing primary care group but then left that group; (b) have at least one child; and (c) live in the primary service area of the town's hospital. Write the questions to target this population and suggest the best method for getting this information.

2. The American Academy of Pediatrics wants to conduct a survey of recently graduated family practitioners to assess why they did not choose pediatrics for their specialization. Provide a definition of the population, suggest a sampling frame, and indicate the appropriate sampling unit.

3. Examine the benefit segmentation scheme shown in Table 6-5. In what ways might an AHO that is new to the community try to capture the "follower" segment? How would this strategy differ in trying to attract the "health seekers"?

4. A neurology group practice recently analyzed its level of patient referrals and referral sources. This analysis showed that 60% of all referrals came from 35% of all the physicians who referred to the group. The remaining referrals came from the other 65% of the referral physicians. In examining this referral pattern, it was also revealed that 20% of all the primary care physicians in the group's primary service area had never sent a patient to the group for diagnosis or treatment. As the practice manager of the group, you have been asked by the physicians to develop a marketing strategy to deal with this information.

5. A new group of primary care physicians has decided to locate in a suburb of Washington, D.C. After conducting some primary market research on the area, the group's research firm has characterized the community as comprising boomers, Gen-Xers, and a significant number of N-Gen white-collar workers, all - employed by high-tech and consulting firms located in the outer belt that surrounds Washington, D.C. What are the implications of this market profile with regards to: a. How the office setting might be configured? b. How office scheduling and hours should be constructed? Several of the group's older partners have announced their intentions to retire. At a recent meeting, the group has decided it wants to bring in 5 new partners over the next 12 to 20 months. The group hopes it can attract younger primary care physicians who are no more than 3 to 5 years out of training. In this way, the group believes the group can continue to stay viable and grow. Suggest a recruiting plan to attract this cohort of physicians.

6. For many years, health care organizations, as well as traditional businesses, have been frustrated that high customer satisfaction scores do not necessarily lead to higher levels of profitability or sales. Explain why this inconsistency tends to exist.

7. An orthopedic group in Virginia has decided to conduct a survey of referral physicians. The results, which are posted on the group's Web site, indicate the level of customer satisfaction. The group has also posted comments that some of the physicians wrote in the surveys. What is this group doing in terms of attempting to recognize the customer contact process? Explain the integration of this strategy into a total marketing program for the orthopedic group.